Facebook’s Server Side API (SSAPI) has recently been upgraded to Conversions API (CAPI), this has been developed to include new integrations and partner applications to simplify the installation process.
It is essential that you implement the Conversions API upgrade as this will provide you with more extensive data on your ad performance. Facebook released a statement saying this could potentially lead to a 150% improvement in conversions, that’s about a 25% difference in terms of attribution performance for accounts that only utilizes browser pixel.
There are various advantages in migrating into CAPI, but one to take note of is the option to customize event sequences on your site and incorporating better offline conversions into your data mix. This could be very helpful to those running lead generation campaigns as you’ll be able to customize CAPI to hold over your lead event form being distributed until a team member has marked off the lead in your Customer Relationship Management (CRM) system. This gives you an opportunity to reevaluate your ads based on the quality of leads.
Conversions API (CAPI) is currently only independent of the Facebook Pixel and it is recommended to use this together as this will allow you to pass on the same conversion events that are not revealed in the Facebook Pixel. This requires the need to deduplicate events that are set to be redundant and this is automated in the Shopify system but not in other implementations.
You may implement Facebook CAPI through:Shopify (tutorial will be provided below)
- WordPress (using a CRM such as WooCommerce for plugins to set this up similarly to the Shopify platform)
- Customer Website (you’ll need to integrate Zapier to move data)
Shopify Integration Walkthrough
Step 1: Hover over to the application tab and install the new Facebook Sales Channel Application.
Step 2: Enter your Facebook user login information and wait for the confirmation from Shopify that you are bringing in Facebook into the platform.
Step 3: Verify each of the assets that you are bringing into Shopify through the Facebook sales channel app. Make sure to select through each asset drop down to ensure the correct asset has been selected and that Automatic Advanced Matching is turned on. This will pass on all relevant customer data to Facebook.
Step 4: Select which functions and features Shopify will have access to. In default, all functionality is turned on to permit users to manage Facebook account activity form the Shopify platform. This is necessary in order to set up Facebook & Instagram Shops moving forward.
Step 5: Complete the setup of Facebook Sales Channel App and hover over to the settings tab. Move over to data setting and enable Conversions API (CAPI).
Step 6: Verify that the tracking is enabled. Select Maximum as this allows you to combine all data-tracking activities and commences the Conversions API (CAPI). Confirm that you have connected the right pixel account in the application.
If you still see the purple confirm button in grey, hover over to the Commerce settings located in the middle column to accept the terms and conditions of Facebook. You should be able to move forward with confirming the data sharing settings
Step 7: You are all set! You should be able to see that this is activated and confirmed. Head back to the home screen and hover over to the Shopify Preferences tab and remove the Universal Pixel ID. Don’t forget to save the settings.
If your Facebook Pixel is hardcoded, remove this code from all applicable liquid and theme pages as this causes events to be double counted.
Step 8: Test that the browser events are properly firing on your site. You may only see add to cart and purchase events firing from the server side. Over time more of these events will become available as there is a small delay in server side data being passed to Facebook.
Tip: Use the Facebook Pixel Helper Tool to cross check these events. You will have the option to select the type of event you want to test (Purchase, Add to Cart, etc.) and you will need to place your pixel id in the designated spot before launching the test. Upon firing the test, a new window tab will pop-out and take you through to the test events screen within your Business Manager account. You may choose to hover over to the Event Overview tab and select specific events to see if the Server Side is populating matched events.
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